The Mall of America location is a partnership between David & Goliath and Hawaii-based Waikiki Trader Group, a retail company that looks for concepts such as D&G with which to partner. The store's Hawaiian locations are in well-trod tourist locales, including Honolulu, Lahaina and Waikiki, with another one planned for Maui.

Conceived and developed by designer Todd Goldman, a former CPA, the merchandise includes backpacks, t-shirts, pajamas and jewelry emblazoned with the aforementioned slogans, plus others such as, "boys are smelly" and "it's all about me," which not only show up on 10-year-old girls, but also suburban car-pool moms and college students. Moreover, Goldman has created characters such as Trendy Wendy, who likes shopping and going to malls, and Smelly Boy, who runs in his "underroos" for no reason, introducing them to the public through his merchandise. "What's out there is the Simpsons or Spongebob, coming from TV, but what we're doing is building characters based on a T-shirt and over 500 products," says Goldman.

"The line of clothing has been big for a number of years, and has been sold at a number of shops throughout the country," Jim Geiger, "head dude" (president) of the Waikiki Trader Group, tells GSR. "The Mall of America, as the premiere retail entity in the U.S., is the perfect location to showcase our off-beat humor. Off beat, but not risqué, so they're meant for young girls, but sometimes their older sisters and moms pick up on them. They're fun, and everyone can appreciate that."

Now that the Mall of America store is up and running, Waikiki Traders is looking to put David & Goliath stores in Las Vegas, San Francisco, Florida and perhaps New York City in the near future, says Geiger. "We look for locations that will both have heavy local traffic, as well as tourists, typically 1,000-sf to 1,800-sf stores," he notes.